Food Service & Agriculture, Manufacturing, and Retail

Brewery and clothier pick out beer

May 8, 2014
| By Pat Evans |
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Brewer and clothier form lasting bond
A man in Carhartt gear works on a hops farm. Photo via newhollandbrew.com

A brewery and a Michigan clothing company have picked out the beer they’ll develop together.

New Holland Brewing Co. and Dearborn-based Carhartt described this week the beer that the pair will release later this year to celebrate the clothing company’s 125th anniversary.

The partnership was first announced this winter.

Session pale ale

The Carhartt Woodsman will be a 4.5 percent ABV barrel-aged session pale ale.

The beer is set for release at the Great American Beer Festival in Denver in October.

Carhartt Woodsman will be available across New Holland’s distribution footprint, along with some new states where Carhartt is well liked.

“We couldn’t be more excited about this project,” said Brett VanderKamp, founder and president, New Holland Brewing. “We are both inspired by our consumers and have enjoyed sharing so many great stories."

VanderKamp described the beer as “easy going,” with a “unique signature from barrel aging.”

The beer uses Michigan-grown Cascade hops to accompany a malt sweetness and toasted oak notes.

The brewery said the beer is “perfect for those conversations that last longer than a pint” and can be paired with burgers and BBQ meals.

"Hardworking" customers

The beer refelects the companies’ "shared value of craftsmanship and the customer experience.”

Carhartt Woodsman is “first and foremost, a salute to hardworking men and women who deserve a refreshing reward after a long day’s work,” said Tony Ambroza, senior vice president of marketing, Carhartt.

“A flavorful Carhartt ale from an authentic partner like New Holland is the perfect way to honor our consumers and the hard work they do each day.”

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